Generation Z

Methodology
To help marketers better understand the digital behaviors of GenZ (13- to 17-year-olds),
and how they compare to older generations, Google and Ipsos teamed up for this research report.

Format Survey via online panels by Ipsos

Population Sample representative of online population 13 to 17 (classified as all teens),
18 to 24 (classified as young adults), 25 to 34 (classified as adults).

Sample Size 2,013

Market U.S.

Fielding Date August 2016

connected. And they are younger than video on their phones than any more than half are making Texting is the preferred way to
ever when they get them. Seven in messaging apps. others--and not just in person. but purchases on their phones. more Two in three teens make GenZ craves connections with
most important life events for time is spent watching online purchases online and of those. shoppers. connect with others. Today’s other smartphone activity. 10 teens say they spend more
than three hours per day
watching mobile video. on mobile.
Getting a phone is one of the Across all age groups.Key Findings
1 First phones are 2 Video rules 3 GenZ are mobile 4 GenZ stays
a major milestone.
GenZ. followed by
teens got their first phone when teens watch the most.
.
they were around 12.

population power of GenZ
Lane.” Mashable. purchasing
¼ of the U.S.S.
http://mashable. Sylvan. Walter Thompson Intelligence.com/2014/08/20/generationz-marketing/#Q7zoMIr7gPqX and J. “Beyond Millennials: How to Reach Generation Z.GenZ represents a large—and valuable—segment of the population
26% $44B
GenZ represents more than Annual U. Innovation Group Report on Gen Z
. August 2014.

Phones introduce GenZ to the world
.

graduating high school. U. 'Graduation from school' includes:
Graduating college.S. 25-34 (1004)
Phone interviews with 11 teens. 17
I6 Which of the following was the most important in your life until now? Please select one. Dec. you’re
accepted now. 2016
. getting a master’s degree
Base: All respondents 13-17 (428). getting a new phone is a life-changing event
Top milestones for teens
“
When I got a phone. Everyone
“
2 Getting a license wanted to be your friend
because you got a new phone. it was
really important socially.For teens..
3 Getting a phone Cyan. graduating middle school. It was
1 Graduating from school like. 18-24 (581). oh my gosh.

25-29 (449). 30-34 (429)
.And they are getting them earlier than previous generations
Median age at which respondents report getting their first phone
13 to 17 18 to 24 25 to 34
12 16 20
Source: M2 At what age did you get your first smartphone? Please type in the age you were below. 18-24 (504).
Base: All respondents 13-17 (428).

. Dec.More teens spend 3+ hours watching video on their phones
every day than any other activity
“
Time spent on activities on a smartphone by 13. 2016
. Some
(TV online.S.
Base: Those who use a smartphone on M1–base varies by activity
Phone interviews with 11 teens. movies
Apps Networking Games
online.to 17-year-olds: Our generation is taking way
too many selfies and staying up
Online Video Messaging Social Play all night watching videos. I kind of
think it’s normal because I do
that too sometimes.
3 hrs+ a day or more 1-2 hrs a day or less
Andrea. 14
Source: M3a How often do you use your smartphone on an average day to do the following? Select one per activity. U. and they still go to
71% 52% 51% 42%
“
school the next day. videos online) of my friends only sleep for
three hours.

Base: All respondents 13 to 17 (428). 24 to 34 (1004)
. C2 How do you get in touch with someone … what's your preferred one? Please select one.Teens prefer to connect with people via text more than
twice as much as messaging apps or in-person
Text Message
In-Person App Message
15% 18% 38%
FUN FACT
Nearly 3 in 10 teens say they text
with people who they are physically
with at the time. 18 to 24 (581).
C1.

how much do you agree with the statements below? SR per statement. 25 to 34 (1004)
. social media followers equal social currency
% Who Agree: "The number of followers/subscribers I have on my social channels is important to me.For teens."
13 to 17 18 to 24 25 to 34
53% 41% 42%
B18 Thinking about social media.
Base: All respondents 13 to 17 (428). 18 to 24 (581).

Base: Online Shoppers 13 to 17 (286)
2. S1b. online shopping eliminates friction
Reasons teens shop online1 It allows me to see
multiple brands and It’s faster than
It’s more I can find better retailers without leaving going to physical
convenient deals online home stores
61% 49% 48% 41%
FUN FACT
64% of teens say that
images they see online influence
products they purchase2
1. C7 How much do you agree/disagree with the following statements? Base: All respondents 13 to 17 (428)
.For teens. What are the main reasons you choose to shop online? Please select all that apply.

18 to 24 (510). teens are truly mobile first
% that mostly use smartphones to make online purchases
13 to 17 18 to 24 25 to 34
53% 30% 43%
S3. which device do you mostly use? Please select one.And when it comes to shopping. 25 to 34 (894)
. When you buy something online.
Base: Online Shoppers 13 to 17 (289).

Base: All respondents 13 to 17 (428). U.. Dec. 2016
.
#2 If I see an ad about it
Cyan. 18 to 24 (581).For teens.S. 24 to 34 (1004)
Phone interviews with 11 teens. 17
#3 If it’s something personalized to me
B3 What makes you decide if a product is cool? Select all that apply. ads impact a product’s “cool” factor
Aspects that make a product “cool”
“
When someone your age is
#1 If friends are talking about it
“
doing something in the ad or it
pertains more to you personally.
those strike me.

or awesome.
interesting. impressive. amazing.
Which brands fit the bill?
Find out in our new report
It's Lit: A Guide to What Teens Think Is Cool
.Teens say something is cool
if it's unique.